#its fabiolous!

[the-eros-experience]

People ask me, how did I get fit in Detroit?

Well, here’s my secret.

My past coach wasn’t so bad. Celestino was fabiolous!

[willkboddington-blog]

ENTRY 5 MONETISING DIGITAL MEDIA: PODCASTS, VIDEOS, BLOGS AND WEBSITES

Thanks to the introduction of digital and social media, it has never been easier to interact, connect and communicate with anyone and everyone. This is especially the case in the world of sport. Sporting organisations now have 24-hour access to their stakeholders thanks to the advances in digital media. Sporting clubs can create tailored content such as podcasts, videos and images to engage with everyone on their own personal level, giving consumers preference and choice. The sports fan is better connected then ever before, but with ease of access for consumers comes an increasing demand for round-the-clock content. Even at the sporting event itself, spectators want interaction and will constantly have their heads in their phones. This leads to millions of photos being shared through the social media platforms themselves, instead of the teams that generate the content, therefore, making it tough for the sporting team to generate revenue from content (McMullan 2017).

Furthermore, with the advancements in user-generated content technology, it’s starting to re-shape the traditional sports sponsorship landscape. Fans act as brand advocates, for both the sports property and the sponsors involved. It is important that sporting organisations use this as a driver to bump up the value of sponsorship deals. More content is being created than ever before, meaning more reach for teams and sponsors but it also means fans can be more selective. As a result, it’s difficult to value this exposure now that it is about more than just views, shares or attendance numbers (McMullan 2017).

The ease of access to content new technology allows along with its affordability means anyone can create content essentially however they like. This challenges the traditional means of receiving news, information and updates on your club is outdated and therefore decreasingly valuable. User-generated content through videos, podcasts and blogs is increasingly popular and taking eyeballs away from mainstream media and professionally made content. It’s now incredibly important for sporting organisation to recognize what drives the modern consumer and understanding what content resonates with certain fans and adapting their production to suit this (Braskich 2016).

Sporting organisations are now judged not only on how they perform on-field but increasingly their interaction with their fans and quality of content they create. It is now considered that the quality of a brands digital content and their prevalence on social media can boost the brands value. But, that value won’t necessarily be monetary unless they can convert their consumers into transactional customers (Lalli 2018). For a sporting property to own and monetize fan generated content themselves would be what sets them apart from their opponents.

REFERENCES

Braskich, T Ishtiaq, F Doo, M Vasudevan, V 2016, Content re-monetisation: How to have your cake and eat it too, Journal of Digital Media Management, Henry Stewart Publications, viewed 16th October 2019, https://www.ingentaconnect.com/content/hsp/jdmm/2016/000005/00000001/art00004

Lalli, F 2018, From Club to Media: the Data Driven Experience and a new model for monetization. The Sport Digital Transformation is started, Medium, viewed 16th October 2019, https://medium.com/@fabiolalli/from-club-to-media-the-data-driven-experience-and-a-new-model-for-monetization-598bf4890d78

McMullan, C 2017, The #1 Source of Unrealized Revenue by Sports Teams Today, Digital Sport, viewed 16th October 2019,  https://digitalsport.co/the-1-source-of-unrealized-revenue-by-sports-teams-today